Hearst Made wins O2 magazine account

Hearst UK has announced a new content creation and publishing partnership with O2 for its in-store magazine.

Hearst Made, the publisher’s in-house content agency, will relaunch the in-store magazine as O2 Alive, a lifestyle brand highlighting O2’s music and entertainment connections and drawing on the publisher’s consumer lifestyle editorial expertise and audience insight.

The magazine will have a fresh new look, introducing news and entertainment features alongside tariff information. The editorial content will be aimed at consumers seeking new entertainment and events experiences.

O2 Alive joins the existing Hearst UK portfolio of brands such as Cosmopolitan, Digital Spy, Esquire and Elle. This new deal brings Hearst UK’s total number of brands to 24, with the first issue of O2 Alive hitting stores at the end of June 2018.

James Wildman, CEO of Hearst UK, said: “We are delighted that O2 has joined our illustrious Hearst family and I’m particularly pleased that such a sophisticated business has chosen to work with our content agency, Hearst Made. We’re doing great work for an increasing number of valued clients and we’re thrilled that O2 has recognised our capability by entrusting us with their fabulous brand.”

Led by some of the best creators of content in digital and print publishing, Hearst Made’s 35-strong team is driven by an in-depth understanding of their audiences. This is achieved through decades of experience and extensive access to editorial talent across Hearst UK’s 24 premium brands and up-to-the-minute audience insight. Hearst Made produces content for clients including Asda, George, Liz Earle and P&G.

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